Salvation Army brings stories of real Australians to life in Christmas donation campaign

The Salvation Army has launched its Christmas campaign based on a true story of a young family going through trauma.

Salvation Army Christmas campaign

An in-house concept made with Mezzanine Media, the latest video is part of the company’s true stories series under the slogan ‘Hope where it’s needed most,’ which aims to show customers the people and situations they can help with their donations this Christmas.

The sixty-second ad sees Amy, a young pregnant woman caring for her sick husband and two children in the lead up to Christmas. When her husband passes away, the Salvation Army reaches out to bring presents for the kids.

The stories series are amended to remove identifying details of those involved, to avoid trauma and privacy violation.

Alongside the Christmas ad, Amy’s story is available on the website with a ‘donate now’ button for those wishing to help families like hers this Christmas.

The series will roll out across print, outdoor, digital and DM.


  • Salvation Army Creative Team
  • Creative Director/Copywriter: Kirrilee Trist
  • Designers: Kem Pobjie & Hannah Issa
  • Production co-ordinator: Karizza Javier
  • Marketing Projects co-ordinator: Arpi Achadjian
  • Brand Manager (Southern Territory): Katherine Goswell
  • Production house (TVC)
  • Producers: Shane Burrel & Eleanor Kalantary
  • Director: Karl Brandstater
  • AD/Editor: Holly Clayton
  • Production Design: Paul Finch
  • Post production: Final Post
  • Composer: Simon Hughes
  • Sound design: Tim Smith

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